Yeezy Crocs .edu
Yeezy Crocs
Sheridan Hayes & Mikayla Branch
Yeezys
-"Adidas Yeezy" is a collaboration between German sportswear brand Adidas and rapper Kanye West
-Released in February 23, 2015 was the first ever marketed shoe "Yeezy 750 Boost Grey
- Limited to 9000 pairs that were only sold in NYC via the Adidas smartphone app
350 Boost
750 Boost
The Yocs
-Kanye West's brand Yeezy posted a picture of their latest shoe design to be released in 2020
- Named the "Yeezy Foam Runners" ; estimated to cost hundreds
Power of social media
-By posting on social media in advance of the actual sale of the shoes, hype and excitement is created
-Social media is one of the cheapest ways to advertise
Power of branding
-Business Insider: "Kanye is a marketing genius"
-People attracted to the brand name not the actual shoes themselves
-Buying Yeezy foam runners just so people know you have Yeezy foam runners
-If people were really looking for this type of shoe, they could just purchase crocs for a ? of the price
-Just like Supreme: product excellence is created by high perceived value (dropping products in limited numbers creating high demand and low availability)
Kanye's Marketing Strategy
-Low availability, high demand
-1 hour after the Boost 350 shoes went on sale they were sold out
-Letting hype build within the media
-With his Yeezy season 6 release, Kanye recruited social media influencers to recreate paparazzi pictures taken of Kim Kardashian (wearing pieces from the collection)
-Social media presence:
-Kanye West himself also has a very noteworthy presence on social media (somewhat polarizing)
-Creates interest for him and his brand
Marketing Mix (4 Ps)
Product: Unique aesthetic; differentiated product Price: Estimated to cost hundreds of dollars Place: Purchase will be online; Available for resell Promotion: Celebrity influence; Limited quantity
STP- Segmentation, Targeting, Positioning
Segmentation: Leisure activities; Everyday "casual" use
Targeting: Wealthy consumers; collectors
Positioning: Competitive advantage
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